Film Marketing in 2024

While both approaches are effective, MacRae says they work in completely different ways. Traditional marketing typically delves into the film and plot, while social media marketing focuses on the world around the film, creating a more “real” connection between the audience and the actors.

“These videos make you feel like you’re seeing behind the scenes, getting to know the actors — you’re part of something bigger than the movie itself,” McCrea said.

“If everyone was just talking about the movie, then we’d get cookie-cutter content. This way, we get unique content that’s often entertaining and makes you feel like you’re involved. Then you might be more likely to go see the movie.”

For example, one of her most successful promotional posts is Jason Momoa winks In her Fast X premiered, attracting more than 9.4 million views. The film was only mentioned in passing.

However, the speed at which content spreads can also lead to erroneous outcomes. “When a video goes viral, it’s like massive free advertising, creating an instant sensation and attracting people to the cinema in droves,” said Suzie Shaw, CEO of We Are Social.

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“However, it also means that a film’s reputation can be made or destroyed in a very short period of time, making box office success increasingly unpredictable.”

For example, Reynolds’ wife Blake Lively was accused of trying to create a “Pappenheimer 2.0 inches it’s all over and Deadpool and Wolverine On social media, the strategy was seen as insensitive given the previous film’s themes of domestic violence.

Tom Van Laar, associate professor of marketing at the University of Sydney, said social media promotions were not suitable for every film. “They tend to be easy to understand, humorous or sensational, qualities that go well with irreverent, action-packed films such as Deadpool and Wolverine.

“In contrast, Areas of InterestMore serious, contemplative and artistic, and perhaps less suited to the fast-paced, visually driven world of social media.”

There are also concerns about what this will do to film reviews. Jake Wilson, who writes reviews for the magazine, said the surge in social media promotion meant some distributors “no longer felt compelled to rely on reviews to get the word out.” Films are being previewed less frequently, or at the last minute.

He said there was still a demand for reviews – as evidenced by the popularity of sites such as Rotten Tomatoes – as there was for billboards and breakfast show interviews. The ultimate aim was to reach the widest possible audience in an increasingly fragmented environment.

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